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Local Television Advertising Effectiveness Study. Kathleen Keefe Vice President, Sales March 21, 2008. Table Of Contents. Objectives And Methodology 2 Executive Summary 6 Viewership And Preferred Media 9 Local News Vs. All Genres 12

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slide1
Local Television AdvertisingEffectiveness Study

Kathleen KeefeVice President, Sales

March 21, 2008

table of contents
Table Of Contents
  • Objectives And Methodology 2
  • Executive Summary 6
  • Viewership And Preferred Media 9
  • Local News Vs. All Genres 12
  • Local News Vs. Cable News And Broadcast Network News 22
  • Weather Information 25
  • Online News 28
  • Demographic And Technographic Profile Of Local News Viewers 33
  • Appendix I – Additional Findings 36
  • Appendix II - Demographics 40
objectives
Objectives
  • Determine key attributes to be used for television advertising sales based on the performance of local television news relative to cable and network news; and by genre for local TV station programming relative to cable channel and network programming
  • Understand how local news Web sites perform relative to other Web site genres on attributes relevant to advertisers
  • Evaluate local television news weather and local television news Web site weather and determine the distinct advantages local news offers relative to competitors
methodology
Methodology
  • Online survey of 2,719 local news viewers (watch local news twice a week or more) in the Hearst-Argyle local news footprint as seen on the next slide
  • All respondents are age 25-54
  • Field period: November 16-December 4, 2007
  • Survey hosted by Frank N. Magid Associates’ online research division SurveysOnline.com
  • In addition to evaluating local news, respondents evaluated a maximum of two of the genres listed below relative to local news. To rate a genre, respondents were required to watch the genre twice a week or more
executive summary
Executive Summary

Overall, local news is an important and influential part of viewers’ lives

Local News Vs. Cable News and Network News

  • Viewers are more engaged in local television news than cable news and network news
  • Advertisements during the local news do a better job than advertisements in cable and network news in terms of:
    • Trustworthiness
    • Keeping viewers in the know regarding products and services
    • Advertising products that appeal to the viewer
    • Driving purchase of products
  • Advertisements during the local television news do a better job than advertisements in 8 other entertainment genres when looking at these same attributes
  • Online video viewing of local news is higher than cable news, network news and any entertainment genre
  • Prime time programs that air on Local Broadcast TV Stations Vs. Prime time Programs that air on Cable:
    • “Viewers are more engaged in Prime time Programs that air on Local Broadcast TV Stations Vs. Prime time Programs that air on Cable in terms of: “Being a Major Part of my Daily Routine” “Being Essential that I Watch This Programming” “Paying More Attention When Watching This Type of Programming Than Watching Other Types”

Local news is more “DVR-proof”

  • Fewer viewers record local news and are less likely to fast forward through local news than other genres
executive summary9
Executive Summary

Local News Vs. Cable And Broadcast Network News

  • Local news is considered a more important source for news than cable and broadcast network news genres and viewers feel a stronger attachment to local news anchors

Weather Information

  • Local television is a much more important source of weather information than cable and broadcast network news
  • Among weather sources on the Web, local television Web sites are the most important source for weather information

Online News

  • After search engines, local television news Web sites are the most frequently used Web sites for local news

Demographics And Technographics

  • Local news viewers are more affluent and more educated than the general population
  • Local news viewers are more likely to own/subscribe to advanced video viewing devices and services
most watch local news during non business hours and most watch at least three hours of tv per day
Most Watch Local News During Non-Business Hours And Most Watch At Least Three Hours of TV Per Day

Day part for local news viewing

Total hours of television watched in a typical day

Between

6 a.m. and 9 a.m.

These three day parts present an excellent opportunity to reach viewers

Between

11 a.m. and 1 p.m.

Between

5 p.m. and 7 p.m.

Between

10 p.m. and 11:35 p.m.

Q. 2 At what time(s) of day do you typically watch the local news? Please select all that apply.

Q. 3 In a typical 24-hour day, Monday through Sunday, how many hours per day do you watch any type of programming on TV?

most prefer television as their source for news information followed by web sites
Most Prefer Television As Their Source For News Information, Followed By Web Sites

Q. J Which of the following do you most prefer for news?

slide14
Local News Wins As Part Of Viewers’ Daily Routines And Viewers Are More Engaged In Local News Than Most Other Genres

Watching this type of program is a major part of my daily routine

Local news

Prime time dramas/

situation comedies

Reality TV

Cable prime time

dramas/movies

Court shows

Sitcom reruns

Information talk shows

Game shows

Entertainment news

Entertainment talk shows

I pay more attention when watching this type of programming than when watching other types

It is essential that I watch this program

Prime time dramas/

situation comedies

Prime time dramas/

situation comedies

Cable prime time

dramas/movies

Reality TV

Local news

Reality TV

Cable prime time

dramas/movies

Local news

Information talk shows

Information talk shows

Court shows

Court shows

Entertainment talk shows

Game shows

Sitcom reruns

Sitcom reruns

Game shows

Entertainment talk shows

Entertainment news

Entertainment news

Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Describes me completely” )

slide15
Local News Wins As Part Of Viewers’ Daily Routines And Viewers Are More Engaged In Local News Than Cable News and Network News

Watching this type of program is a major part of my daily routine

Local news

Cable news

Broadcast network news

I pay more attention when watching this type of programming than when watching other types

It is essential that I watch this program

Local news

Local news

Cable news

Cable news

Broadcast network news

Broadcast network news

Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Describes me completely” )

slide16
Advertising During Local News Creates Awareness And Drives Purchase Of Products And Services More Than Most Other Genres

Ads on this type of program keep me in the know with regard to products/services

I have purchased a product/service as a result of an ad on this type of program

Information talk shows

Local news

Information talk shows

Local news

Entertainment talk shows

Entertainment talk shows

Cable news

Cable news

Prime time dramas/

situation comedies

Cable prime time

dramas/movies

Cable prime time

dramas/movies

Reality TV

Prime time dramas/

situation comedies

Reality TV

Broadcast network news

Broadcast network news

Sitcom reruns

Entertainment news

Sitcom reruns

Game shows

Entertainment news

Game shows

Court shows

Court shows

Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Strongly agree” )

slide17
Relative To Other Genres, Products/Services Advertised During Local News Are Among The More Trustworthy And Represent Viewers’ Interests

I can trust products or services that are advertised during this type of program

Products or services advertised during this type of program are meant for people like me

Information talk shows

Information talk shows

Local news

Local news

Prime time dramas/

situation comedies

Entertainment talk shows

Cable news

Broadcast network news

Cable news

Reality TV

Sitcom reruns

Game shows

Cable prime time

dramas/movies

Reality TV

Cable prime time

dramas/movies

Broadcast network news

Prime time dramas/

situation comedies

Entertainment talk shows

Game shows

Entertainment news

Sitcom reruns

Entertainment news

Court shows

Court shows

Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Strongly agree” )

few viewers have a negative impression of companies that advertise during the local news
Few Viewers Have A Negative Impression Of Companies That Advertise During The Local News

I would think less of a company that advertised during this type of program

Local news

Broadcast network news

Game shows

Prime time dramas/

situation comedies

Cable prime time

dramas/movies

Reality TV

Information talk shows

Sitcom reruns

Entertainment news

Cable news

Court shows

Entertainment talk shows

Please indicate the extent to which you agree with the statement below with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Strongly agree” )

online video viewing of local news is higher than any other genre
Online Video Viewing Of Local News Is Higher Than Any Other Genre

Watched video on Web site in the past 30 days

Local news

Cable news

Prime time dramas/

situation comedies

Reality TV

Broadcast network news

Cable prime time

dramas/movies

Entertainment news

Sitcom reruns

Information talk shows

Game shows

Entertainment talk shows

Court shows

Q. 71(A-L) In the past 30 days, how many times have you watched each of the following using online video?

almost half of local news viewers have a dvr
Almost Half Of Local News Viewers Have A DVR

A digital video recorder such as TiVo, Replay TV, or Ultimate TV

A digital video recorder provided by my cable company

A digital video recorder provided by my satellite company

None of these

Q. 72 Now, please think about a device called a Digital Video Recorder, or DVR. TiVo, for instance, is a DVR. Other DVRs often come from local cable or satellite TV companies. A digital video recorder allows viewers to record programs and movies from TV without the use of videotapes. A DVR also lets viewers pause and rewind programs and movies while they are being shown on TV. Which of the following digital video recording devices/services, if any, do you currently own or subscribe to?

slide21
Local News Falls In Towards The Bottom Of The Pack When It Comes To Recording-To-View At Another Time

Recorded-to-view at another time in the past 30 days

Prime time dramas/

situation comedies

Reality TV

Cable prime time

dramas/movies

Information talk shows

Entertainment talk shows

Court shows

Sitcom reruns

Despite the high incidence of DVR ownership, recording of local news is low

Local news

Entertainment news

Cable news

Broadcast network news

Game shows

Q. I(A-L) In the past 30 days, how many times have you recorded each of the following types programming for viewing at another time using a TiVo, DVR, or VCR?

among viewers who record local news few fast forward
Among Viewers Who Record Local News, Few Fast Forward

Fast forward when watching each of the genres listed below

*Court shows

Cable prime time

dramas/movies

Information talk shows

Reality TV

Prime time dramas/

situation comedies

*Entertainment news

Cable news

*Entertainment talk shows

*Game shows

Sitcom reruns

Local news

Broadcast network news

*Indicates sample size less than 100

BASE: Respondents who have recorded each genre in the past 30 days

Q. 10(A-F) When you are watching ______, how often do you also do each of the following?

slide24
Local News Is More Important Than Cable Or Broadcast Network News And Viewers Are More Likely To Watch Local News From Start To Finish

Most important news source

When watching this type of programming, I watch from start to finish

Local news

Broadcast network news

Cable news

Q. 43 From the news sources listed below, please select the source that is most important to you.

Q. 17(A-C) Please indicate the extent to which the statement below describes you with regard to each of the genres listed below. (slide shows top-two box on a 5-point scale where a “5” means “Describes me completely” )

slide25
Viewers Feel A Stronger Emotional Attachment To Their Local News Anchors Than Cable Or Broadcast Network News Anchors

*Is essential to keeping me informed

*Is my most important source of info in my community

**Has anchors/news personalities who I trust

**Has anchors/news personalities that make me want to spend more time watching news

*Is like a good friend

Note that respondents also feel local news is the best source for product/service information

*Good source of info on products/service

*Q40 Please indicate the extent to which you agree with the statement below with regard local television news such as _____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)

**Q. 50,51(A-C) Please indicate the extent to which the statements below describe _ ___anchors or news personalities. (slide shows top-two box on a 5-point scale where a “5” means “Describes completely” )

slide27
Local News Is By Far The Most Important Source Of Weather Information And Also Has Meteorologists That Viewers Tune In To Watch

*Is my most important source for weather

*Has meteorologists/

weathercasters that I tune in specifically to watch

*Q40 Please indicate the extent to which you agree with the statement below with regard local television news such as _____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)

**Q. 50,51(A-C) Please indicate the extent to which the statements below describe _ ___anchors or news personalities. (slide shows top-two box on a 5-point scale where a “5” means “Describes completely” )

local television news web sites are the most important source for weather information
Local Television News Web Sites Are The Most Important Source For Weather Information

Local television news sites

Weather sites

News on search engines

Local information sites

Newspaper sites

Broadcast television news sites

Cable news sites

Q. 60.1(A-G) How often do you visit each of the following for weather information?

after search engines local television news web sites are the most frequently used for local news
After Search Engines, Local Television News Web Sites Are The Most Frequently Used For Local News

News on search engines

Local television news

Weather sites

Local information sites

Newspaper sites

Cable news sites

Broadcast television news

Q. 60(A-G) How often do you visit each of the following for news?

half of whom are employed use the internet for news at work
Half Of Whom Are Employed Use The Internet For News At Work

I frequently use the Internet for news at work*

When I miss something on the local news, I go to the local station Web site

A recommendation on the local news often makes me go to the local station Web site

*Respondents who are employed

Q. 69(A-C) Please indicate the extent to which each of the statements below describe you.

slide32
Local television news sites

Newspaper sites

Broadcast network news sites

Local information sites

Weather sites

Cable news sites

News on search engines

Local television news sites

Local information sites

Cable news sites

Broadcast network news sites

Newspaper sites

News on search engines

Weather sites

Advertising On Local Television News Web Sites Has A Strong Impact On Products And Services Relative To Other Web Sites

I can trust products/ services advertised on this type of site

The ads on this type of site keep me in the know with regard to products/services in the local marketplace

Local television news sites

Local information sites

Newspaper sites

Broadcast network news sites

News on search engines

Cable news sites

Weather sites

I have purchased a product/service as a result of an ad on this site

Products/services advertised on this type of site are meant for people like me

Local television news sites

Local information sites

Newspaper sites

Broadcast network news sites

News on search engines

Cable news sites

Weather sites

Q. 67(A-H) Please indicate the extent to which you agree with the statements listed below with regard to ____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)

local television news web sites are the most important for community information
Local Television News Web Sites Are The Most Important For Community Information

This type of site is my most important source of info in my community

Local television news sites

Newspaper sites

Local information sites

Weather sites

Broadcast network news sites

News on search engines

Cable news sites

Q. 67(A-H) Please indicate the extent to which you agree with the statements listed below with regard to ____. (slide shows top-two box on a 5-point scale where a “5” means “strongly agree”)

local news viewers are more affluent and more educated than the general online population
Local News Viewers Are More Affluent And More Educated Than The General Online Population*

Completed bachelors degree

Note that 50% of local news viewers are college graduates vs. 39% for the general population

Education

Graduate degree or higher

$100,000 or more

Income

*General online population data source: Magid Media Futures survey of 1,149 adults age 25-54 conducted in March 2007.

local news viewers are more likely to own subscribe to the latest in video technology products
Local News Viewers Are More Likely To Own/Subscribe To The Latest In Video Technology Products

DVR ownership

HDTV ownership

Higher incidence of high-speed Internet allows for the option to watch video online at local news Web sites

High-speed Internet

*General online population data source: Magid Media Futures survey of 1,149 adults age 25-54 conducted in March 2007.

almost all have some type of pay television service
Almost All Have Some Type Of Pay Television Service

Digital cable

Basic cable

Satellite television

None of the above

Q. 73 To which of the following television services does your household currently subscribe?

most have high speed internet access
Most Have High-Speed Internet Access

Cable modem

DSL (digital subscriber line)

Standard telephone line (dial-up)

Other

Do not have an Internet connection at home

Not sure

Q. 74 What type of Internet service do you have at home?

32 have hdtv an hdtv set top box from the cable company is the most common way to receive hdtv
32% Have HDTV; An HDTV Set-Top Box From The Cable Company Is The Most Common Way To Receive HDTV

Familiarity with HDTV

Ways HDTV is received*

HDTV set-top box from cable

Built-in digital turner

HDTV set-top box from satellite

Digital receiver box and antenna

Cable card

No steps taken to order HDTV programs

Other

DK/NA

*Base: HDTV owners

Q. 76 How familiar are you with high-definition television, or HDTV?

Q. 77 In which of the following ways do you receive and watch high-definition programs on your high-definition television set(s)?

education and income
Education And Income

Education

Income

Less than $35,000

High school or less

$35,000-$49,999

Trade/technical school/associates degree

$50,000-$74,999

Some college

$75,000-$99,999

$100,000-$149,999

Bachelor’s degree

$150,000 or more

Graduate degree or higher

Prefer not to answer

marital status and children
Marital Status And Children

Marital Status

Children

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